29 March 2014

CELEBRITY BRAND ENDORSEMENT INFLUENCES PURCHASE DECISION OF CONSUMER




RESEARCH METHODOLOGY

CELEBRITY BRAND ENDORSEMENT INFLUENCES PURCHASE DECISION OF CONSUMER


Introduction
Celebrity endorsement has been established as one of the most popular tools of advertising in recent times. Using celebrities for endorsing products has become a trend and is also apparently a successful formula for product marketing and brand building. It is easy to choose a celebrity but the tough part is to somehow establish a strong connotation between the product and the endorser and then in turn with the consumer. The objective of this paper is to analyse the impact on consumer behaviour and preferences according to the celebrity that endorses a particular brand.

What is celebrity endorsement?
Celebrity endorsement is defined as a well-known person using his or her fame to help promote a product or service. The celebrities market the product through television or radio ads, large event appearances, and so on. Most organizations use celebrities in their marketing in hopes that it will drive up sales and have a positive impact on profits

OBJECTIVES
Objective of this paper is to mainly examine the relationship between a celebrity endorser, brands, and the holistic impact that the celebrity has on influencing the buying decision and motivation of the consumer.


APPROACH
       Sample design
       A primary research was conducted by communicating with 100 respondents through a self designed questionnaire
       Sample Size- A sample size of 100 respondents of both male and female was taken.







QUESTIONNIARE
                                                                                                Name-
                                                                                                Gender-
1.What makes you notice a brand?
1.      Quality
2.      Advertisement
3.      Endorsing
4.      Celebrity
5.      Price
6.      Other
2.How frequent you watch advertisements.
1.      Always
2.      Often
3.      Rare
4.      Never

3.Do you associate the celebrity directly with the quality and the performance of the product?
1.      Yes
2.      Everytime
3.      Not really
4.      No
5.      Neve
4.Will you stop buying a brand if your favourite celebrity endorsing it got involved in a scandal?
1.      Strongly disagree
2.      Disagree
3.      Neutral
4.      Agree
5.      Strongly agree
5.Does your favourite celebrity give a positive image to the endorsed brand?
1.      Strongly disagree
2.      Disagree
3.      Neutral
4.      Agree
5.      Strongly agree
6.For how long do you associate a particular celebrity to a particular brand?
1.      Temperory
2.      Permanent
3.      Cant say

7.How much do you think that the celebrity endorsement helps in making your shopping beneficial?
1.      Strongly disagree
2.      Disagree
3.      Neutral
4.      Agree
5.      Strongly agree

8.What type of celebrity endorsement peruades your personality to purchase products?
1.      Film star
2.      Famous personalities
3.      Cricketer
4.      Politician
9.what means of adv. Persuades you the most to purchase a product?
1.      Television
2.      Radio
3.      Newspaper
4.      Magazine
5.      Internet

10. Celebrity endorsement helps to recall the product easily.
1.      Strongly disagree
2.      Disagree
3.      Neutral
4.      Agree
5.      Strongly agree

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